A Russian company by the name of Yota Devices is hoping they’ve discovered the next big thing in smartphone technology. First shown at this year’s Consumer Electronics Show, they now plan to launch the experimental YotaPhone this holiday season with a 4.3-inch 720P LCD display and a 4.3-inch E-Ink display on the reverse that uses the same technology found in Amazon’s Kindle.

A double-sided smartphone is a novel approach and the company might just be on to something. The main screen would of course be used for most tasks while the purpose of the E-Ink display on the back is to showcase passive information like notifications or text messages without having to activate the power-sipping front-facing LCD display. The reverse display could also be useful when reading e-books on the go, we’re told.

Inside is a dual-core 1.7GHz processor, 2GB of system RAM and either 32GB or 64GB of internal storage. It’ll ship with Android 4.2.2 which should give buyers access to most everything Google’s ecosystem has to offer.

The company has been supplying the mobile industry with products like modems and routers since 2007. The YotaPhone, however, represents their first serious attempt at breaking into the already crowded smartphone market. A statement on the company’s website said the move is a logical extension of their business philosophy, experience and entrepreneurial spirit.

Do you think they have a winning concept with a dual-sided phone or are other advancements like curved and bendable displays the future of smartphones?